Six Twitter marketing tips from the best Cannes Lions case studies

Twitter, the social network, and Contagious, the intelligence provider, joined forces to study the best practices that emerged from 1,856 case studies entered into the Cannes Lions International Festival of Creativity.

Can a company truly benefit from insulting its biggest fans?

Wendy’s, the quick-service chain, has answered this question with “National Roast Day”, where it dishes out savage burns to any Twitter user who asks for one on 4th January.

In 2019, this feast of tough love yielded:

  • 101 million earned-media impressions;
  • 68.9 million Twitter impressions;
  • a 737% spike in brand mentions on the social platform.

The 2018 installment of this event also witnessed 27,000 uses of the “#NationalRoastDay” slogan by consumers, indicating a hunger for the perfect zinger among Wendy’s audience. That iteration of the campaign whetted the appetite...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands